Tofer Moran | Creative Director

West Virginia Tourism


West Virginia Tourism

The Road Less Traveled.

Starting with the logo, the West Virginia Tourism Board wanted to change the way people perceived the state. Using a strong foundation of design we reinforced West Virginia as a place still full of adventure, natural beauty and serenity while elevating and revitalizing the brand. We wanted to tell the story of a place that still prides itself on being unspoiled, wild and wonderful; and to call all explorers and wanders to skip Disneyland and take the road less traveled.


Print & Outdoor

Leveraging the aesthetic of vintage field guides, John James Audubon illustrations and cub scout motifs, we developed a visual language that appealed to tourists who were looking for unspoiled adventure off the beaten path.

OOH Installation / Detail

OOH Installation / Detail